"The Choice," directed by Academy AwardĀ®āwinning filmmaker Taika Waititi, exposes a phenomenon called The Pepsi Paradox ā the idea that when labels and bias disappear, cola drinkers prefer the taste of Pepsi
PURCHASE, N.Y., Jan. 29, 2026 /PRNewswire/ -- Today, PEPSIĀ® rewrites cola history and challenges America to rethink its favorite cola with the unveiling of its Super Bowl LX spot, "The Choice," directed by Academy AwardĀ®āwinning filmmakerĀ Taika Waititi. The heart of the spot exposes a simple truth that Pepsi has proven time and time again: Pepsi wins on taste. Blind taste tests expose a phenomenon called The Pepsi Paradox āĀ the idea that when labels and bias disappear, cola drinkers prefer the taste of Pepsi.
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